Webrooming és showrooming Magyarországon

Omnichannel vásárlói magatartás a sportcikkek piacán





omnichannel shopping behaviour, showrooming, webrooming


Customers’ purchase processes have become dynamic and digital. On the retailers’ side, there are endless opportunities and means to combine different channels and contact points to provide a seamless customer experience. The authors focused on omnichannel shopper behaviour across channels in the product category of sporting goods. This research assesses the prevalence of two behaviours: webrooming and showrooming. Results of a CAWI survey with 1000 respondents show that webrooming is the most preferred customer journey type, which means that respondents like looking for information on the Internet, but prefer to use the physical stores for purchasing goods. Furthermore, five major shopper segments could be identified, where omni-shoppers are present and prefer both webrooming and showrooming. These customers are at the core of future retail and their preferences and characteristics are important not only for academic, but also for practical reasons.


Download data is not yet available.

Author Biographies

Ákos Nagy, University of Pécs

Assistant Professor

Péter Németh, University of Pécs

Assistant Professor

Ildikó Kemény, Corvinus University of Budapest

Associate Professor

Krisztián Szűcs, University of Pécs

Associate Professor


Aberdeen Group. (2012). The 2012 omnichannel retail experience.

Agárdi, I. (2019). A digitalizáció mint a kiskereskedelmi tevékenységet integráló tényező. Vezetéstudomány, 49(12), 50-57. https://doi.org/10.14267/veztud.2018.12.06

Ailawadi, Kusum L., Paul W. Farris (2017). Managing Multi- and Omnichannel Distribution: Metrics and Research Directions. Journal of Retailing, 93(1), 120–135. https://doi.org/10.1016/j.jretai.2016.12.003

Akter, S., Hossain, M., Lu, S. & Aditya, S. Hossain, T. & Kattiyapornpong, U. (2018). Does Service Quality Perception in Omnichannel Retailing Matter? A Systematic Review and Agenda for Future Research: Common Expectations and Diverse Realities. In Piotrowicz, W. & Cuthbertson, R. (eds.), Exploring Omnichannel Re- tailing: Common Expectations and Diverse Realities (pp. 71-97). Cham: Springer. https://doi.org/10.1007/978-3-319-98273-1_4

American Association of Advertising Agencies. (2013). Showrooming in the Retail Environment.

Amirpur, M., Benlian, A. (2015). Buying under Pressure: Purchase Pressure Cues and their Effects on Online Buying Decisions. In 36th International Conference on Information Systems (ICIS) (pp. 1-18). Fort Worth, USA.

Anderl, E., Schumann, J.H. & Kunz, W. (2016). Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach for Customer Journeys. Journal of Retailing, 92(2), 185-203. https://doi.org/10.1016/j.jretai.2015.10.001

Arora, S. & Sahney, S. (2018). Consumer’s webrooming conduct: An explanation using the theory of planned behavior. Asia Pacific Journal of Marketing and Logistics, 30(4), 1040-1063. https://doi.org/10.1108/apjml-08-2017-0185

Arora, S. & Sahney, S. (2019). Examining consumers’ webrooming behavior: an integrated approach. Marketing Intelligence & Planning, 37(3), 339-354. https://doi.org/10.1108/mip-05-2018-0152

Avery J., Steenburgh T.J., Deighton J., Caravella M. (2012). Adding bricks to clicks: Predicting the patterns of cross-channel elasticities over time. Journal of Marketing, 76(3), 98–111. https://doi.org/10.2478/gf kmir-2014-0015

Aw, E., Basha, N., Ng, S. & Ho, Jo. (2021). Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention. Journal of Retailing and Consumer Services, 58, 102328. https://doi.org/10.1016/j.jretconser.2020.102328

Balasubramanian, S., Raghunathan, R. & Mahajan, V. (2005). Consumers in a Multichannel Environment: Product Utility, Process Utility, and Channel Choice. Journal of Interactive Marketing, 19(2), 12 - 30. https://doi.org/10.1002/dir.20032

Beck, N. & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170-178. https://doi.org/10.1016/j.jretconser.2015.08.001

Brightpearl & Multichannel Merchant. (2017). The State of Omnichannel Retail.

Cao, L. & Li, L. (2015). The Impact of Cross-Channel Integration on Retailers’ Sales Growth. Journal of Retailing, 91(2), 198-216. https://doi.org/10.1016/j.jretai.2014.12.005

Carroll, D. & Guzmán, I. (2015). The New Omni-Channel Approach to Serving Customers. Accenture

Cegid (2019). Next-gen Omnichannel Strategies: align agility with Innovation.

Cui, T. H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C. & Venkataraman, S. (2021). Informational Challenges in Omnichannel Marketing: Remedies and Future Research. Journal of Marketing, 85(1), p103-120. https://doi.org/10.1177%2F0022242920968810

Csóka, L. & Törőcsik, M. (2020). Sportfogyasztás. A magyar lakosság sportolással, sportfogyasztással kapcsolatos magatartása – országosan reprezentatív (n=1000) és országosan nem reprezentatív (n=3000) online megkérdezések eredményeinek összehasonlítása. Pécs: Pécsi Tudományegyetem.

De Canio, F. & Fuentes-Blasco, M. (2021). I need to touch it to buy it! How haptic information influences consumer shopping behavior across channels. Journal of Retailing and Consumer Services, 61, 102569. https://doi.org/10.1016/j.jretconser.2021.102569

Deloitte. (2014). Unlocking the power of the connected consumer.

eMarketer. (2014). How Ecommerce Affects the Offline World.

Fernández, N. V., Pérez, M. J. S. & Vázquez-Casielles (2018). Webroomers versus showroomers: Are they the same? Journal of Business Research, (92), 300-320. https://doi.org/10.1016/j.jbusres.2018.08.004

Flavián, C., Gurrera, R. & Orús, C. (2016). Choice confidence in the webrooming purchase process, The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15(5), 459-476. https://doi.org/10.1002/cb.1585

Flavián, C., Gurrea R. & Orús, C. (2019). Feeling Confident and Smart with Webrooming: Understanding the Consumer’s Path to Satisfaction. Journal of Interactive Marketing, 47, 1 –15. https://doi.org/10.1016/j.intmar.2019.02.002

Flavián, C., Gurrea, R. & Orús, C. (2020). Combining channels to make smart purchases: The role of webrooming and showrooming. Journal of Retailing and Consumer Services, 52, 1-11. https://doi.org/10.1016/j.jretconser.2019.101923

Gao, L., ,Melero, I. & Sese, F.J (2019). Multichannel integration along the customer journey: A systematic review and research agenda. The Service Industries Journal, 40(1), 1–32. https://doi.org/10.1080/02642069.2019.1652600

Gartner. (2020). Gartner Marketing Predictions for 2021 and Beyond: Marketing Hits Reset.

Gensler, S., Verhoef, P. C., & Böhm, M. (2012). Understanding consumers’ multichannel choices across the different stages of the buying process. Marketing Letters, 23(4), 987-1003. https://doi.org/10.1007/s11002-012-9199-9

Google Consumer Barometer. (2015). The smart shopper. Research and purchase behaviour (ROPO).

Gyulavári, T. (2010). A többcsatornás értékesítési rendszerek kihívásai – Az online értékesítési csatorna integrálásának lehetőségei. In Papp-Váry Árpád Ferenc (szerk.), Új marketing világrend MOK 16. országos konferenciája. Budapesti Kommunikációs és Üzleti Főiskola Budapest, 2010. augusztus 26-27.

IHL Group. (2020). Unified Commerce: Where to Start and the Customer Journeys Driving the Most Profit Return.

Juaneda-Ayensa, E., Mosquera, A., & Sierra Murillo, Y. (2016). Omnichannel Customer Behavior: Key Drivers of Technology Acceptance and Use and Their Effects on Purchase Intention. Frontiers in Psychology, 7, 1117. https://doi.org/10.3389/fpsyg.2016.01117

Kang, J. Y. M. (2018). Showrooming, webrooming, and user-generated content creation in the omnichannel era. Journal of Internet Commerce, 17(3), 1-25. https://doi.org/10.1080/15332861.2018.1433907

Keszey, T. & Zsukk, J. (2017). Az új technológiák fogyasztói elfogadása. Vezetéstudomány, 48(10), 38-47. https://doi.org/10.14267/veztud.2017.10.05

Kleinlercher, K., Linzmajer, M., Verhoef P. C. & Rudolph T. (2020). Antecedents of Webrooming in Omnichannel Retailing. Frontiers in Psychology, 11, 606798. 1-15. https://doi.org/10.3389/fpsyg.2020.606798

Kontor, E., Kiss, M. & Fehér, A. (2020). Az in-store marketing innovációinak szerepe a vásárlói élmény megteremtésében és kapcsolódása a digitális térhez. Marketing & Menedzsment, 54(különszám 2), 29-37. https://doi.org/10.15170/mm.2020.54.ksz.ii.03

Kumar, V., Anand, A. & Song, H. (2016). Future of retailer profitability: An organizing framework. Journal of Retailing, 93(1), 96-119 https://doi.org/10.1016/j.jretai.2016.11.003

Kushwaha T. & Shankar V. (2013). Are multichannel customers really more valuable? The moderating role of product category characteristics. Journal of Marketing, 77(4), 67–85. https://doi.org/10.1016/j.ijresmar.2015.12.007

Kühn, F., Lichters, M. & Krey, N. (2020) The touchy issue of produce: Need for touch in online grocery retailing. Journal of Business Research, 117, 244-255. https://doi.org/10.1016/j.jbusres.2020.05.017

Lazaris C. & Vrechopoulos A. (2014). From multichannel to “omnichannel” retailing: review of the literature and calls for research. In 2nd International Conference on Contemporary Marketing Issues (ICCMI). Athens. https://doi.org/10.13140/2.1.1802.4967

Li, Y., Liu, H., Lim, E.T., Goh, J.M., Yang, F. & Lee, M. K. (2018). Customer’s reaction to cross-channel integration in omnichannel retailing: the mediating roles of retailer uncertainty, identity attractiveness, and switching costs. Decision Support System, 109, 50-60. https://doi.org/10.1016/j.dss.2017.12.010

Lee, C-H. & Chen, C-W. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information 2021, 12(6), 241; https://doi.org/10.3390/info12060241

Lemon, K. N. & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80, 69–96. https://doi.org/10.1509%2Fjm.15.0420

Manss, R., Kurze, K. & Bornschein, R. (2019). What drives competitive webrooming? The roles of channel and retailer aspects. The International Review of Retail, Distribution and Consumer Research, 30(3), 233-265. https://doi.org/10.1080/09593969.2019.1687104

Matyusz, Zs. & Pistrui, B. (2020). Digitalizációs projektek a magyar kiskereskedelmi szektorban. Vezetéstudomány, 51(6), 27-41. https://doi.org/10.14267/veztud.2020.06.04

Melero I., Sese F. & Verhoef P. C. (2016). Recasting the customer experience in today’s omni-channel environment. Universia Business Review, (59), 18–37. https://doi.org/10.3232/UBR.2016.V13.N2.01

Mosquera, A., Olarte, C., Juaneda Ayensa, E. (2017). Understanding the customer experience in the age of omni-channel shopping. Icono 14, 15(2), 235-255. https://doi.org/10.7195/ri14.v15i2.1070

Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teer- ling, M. L., Thomas, J. S. & Verhoef, P. C. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95- 112. https://doi.org/10.1177%2F1094670506293559

Neslin, S. A. (2022). The omnichannel continuum: Integrating online and offline channels along the customer journey. Journal of Retailing, 98(1), 11-132. https://doi.org/10.1016/j.jretai.2022.02.003

Peck J. & Childers, T. L. (2003). Individual Differences in Haptic Information Processing: The “Need for Touch” Scale. Journal of Consumer Research, 30(3), 430-442. https://doi.org/10.1086/378619

Peltola, S., Vainio, H. & Nieminen, M. (2015). Key Factors in Developing Omnichannel Customer Experience with Finnish Retailers. Lecture Notes in Computer Science, 9191. 335-346. https://doi.org/10.1007/978-3-319-20895-4_31

PushOn. (2018). Webrooming vs. showrooming

Rai H. B., Mommens K., Verlinde S. & Macharis C. (2019). How Does Consumers’ Omnichannel Shopping Behaviour Translate into Travel and Transport Impacts? Case-Study of a Footwear Retailer in Belgium. Sustainability, 11(9), 2534. https://doi.org/10.3390/su11092534

Rangaswamy, A. & van Bruggen, G. H. (2005). Opportunities and challenges in multichannel marketing: an introduction to the special issue. Journal of Interactive Marketing, 19(2), 5-11. https://doi.org/10.1002/dir.20037

Rapp, A., Baker, T. L., Bachrach, D. G., Ogilvie, J. & Beitelspacher, L. S. (2015). Perceived customer showrooming behaviour and the effect on retail salesperson self-efficacy and performance. Journal of Retailing, 91(2), 358-369. https://doi.org/10.1016/J.JRETAI.2014.12.007

Rejón-Guardia, F. & Luna-Nevarez, C. (2017). “Show- rooming” in consumer electronics retailing: an empirical study. Journal of Internet Commerce, 16(2), 174- 201 https://doi.org/10.1080/15332861.2017.1305812

Rigby, D. (2011). The future of shopping. Harvard Business Review, 89(12), 65–76. https://hbr.org/2011/12/the-future-of-shopping

Silva, S. C., Rocha, T. V., De Cicco, R., Galhanone, R. F. & Mattos, L. T. M. F. (2021) Need for touch and haptic imagery: An investigation in online fashion shopping. Journal of Retailing and Consumer Services, 59, 102378. https://doi.org/10.1016/j.jretconser.2020.102378

Sousa, R. & Voss, C. (2006). Service Quality in Multichannel Services Employing Virtual Channels. Journal of Service Research, 8(4), 356-371. https://doi.org/10.1177%2F1094670506286324

Srinivasan, S., Rutz, O. J. & Pauwels, K. (2016). Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity. Journal of the Academy of Marketing Science, 44, 440–453. https://doi.org/10.1007/s11747-015-0431-z

Statista. (2015). Hungary: webrooming penetration 2015, by product category.

Törőcsik, M. (2014). ...már megint más a fogyasztó. In Hetesi E. & Révész B. (szerk.), „Marketing megújulás” - Marketing Oktatók Klubja 20. Konferenciája előadásai (pp. 382-389). Szeged: Szegedi Tudományegyetem Gazdaságtudományi Kar.

Verhoef, P., Neslin, S. & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129-148. https://doi.org/10.1016/j.ijresmar.2006.11.002

Verhoef, P. C., Kannan, P. K. & Jeffrey Inman, J. (2015). From Multi-Channel Retailing to Omnichannel Retailing: Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174 –181. https://doi.org/10.1016/j.jretai.2015.02.005

Wolny, J. & Charoensuksai, N. (2014). Mapping customer journeys in multichannel decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(4), 317–326. https://doi.org/10.1057/dddmp.2014.24

Yanika T., Savvas P. & Eleftherios A. (2021). Going on a journey: A review of the customer journey literature. Journal of Business Research, 125, 336-353. https://doi.org/10.1016/j.jbusres.2020.12.028.

Yurova, Y., Rippé, C. B., Weisfeld-Spolter, S., Sussan, F. & Arndt, A. (2017). Not all adaptive selling to omni-consumers is influential: the moderating effect of product type. Journal of Retailing and Consumer Services, 34, 271–277. https://doi.org/10.1016/j.jretconser.2016.01.009.




How to Cite

Nagy, Ákos, Németh, P., Kemény, I., & Szűcs, K. (2022). Webrooming és showrooming Magyarországon: Omnichannel vásárlói magatartás a sportcikkek piacán. Vezetéstudomány Budapest Management Review, 53(7), 79–93. https://doi.org/10.14267/VEZTUD.2022.07.07